As the interchange between urban and rural areas is promoted and the multiple functions of rural areas become more important, the development of rural experience villages nationwide is becoming more active. Since the 2000s, the importance of rural village consulting has increased as the villagers pa...
As the interchange between urban and rural areas is promoted and the multiple functions of rural areas become more important, the development of rural experience villages nationwide is becoming more active. Since the 2000s, the importance of rural village consulting has increased as the villagers participated in the rural development project in earnest, and various consulting services are under way before and after the project. However, it is doubtful whether the quality of consulting service has a direct effect on resident satisfaction and business performance. In order to solve these questions, we analyzed the previous studies on the resident satisfaction and business performance of the existing rural village project and the service quality of the management consulting field. This study was carried out in the rural villages of Muju-gun, Jeollabuk-do, where rural village development was activated. In this study, SERVPERF model of Cronin & Tayor (1992), which is a representative measure of service quality, is used as independent variable by dividing service quality into tangibility, reliability, reactivity, assurance and empathy. Was used as a dependent variable. In this process, we also identified the relationship between service satisfaction and business. The results of this study suggest that the quality of consulting service in rural villages has a positive effect on service satisfaction. However, ‘voluntary attitude of counseling firm’ and ‘reactivity’ indicating behavior do not have a significant effect. The satisfaction of residents in consulting services has a positive effect on both financial and nonfinancial business performance. Therefore, it can be said that it is positively influenced by the promise of consulting. The effect of quality of consulting service quality on business performance is positively influenced by ‘tangibility’ and ‘firmness’ in the financial affinity section, and when there is sufficient understanding and expertise about the villagers and villages, And ‘reliability’ was further adopted in the non-financial aptitude department, and we were able to see the results when performing promised consulting service with the village. The results of this study demonstrate that high quality of consulting service in rural villages is high in resident satisfaction and that service satisfaction is closely related to business performance. It is suggested that the construction of a policy evaluation system, the burden on the consulting business expenses, and the inducement of the residents to actively participate in the project. In the following research, we propose the correct direction of rural development consulting through the development and utilization of the quality measurement scale of the rural village consulting service by conducting research on the rural villages receiving the same consulting service using the SERVQUAL model.
As the interchange between urban and rural areas is promoted and the multiple functions of rural areas become more important, the development of rural experience villages nationwide is becoming more active. Since the 2000s, the importance of rural village consulting has increased as the villagers participated in the rural development project in earnest, and various consulting services are under way before and after the project. However, it is doubtful whether the quality of consulting service has a direct effect on resident satisfaction and business performance. In order to solve these questions, we analyzed the previous studies on the resident satisfaction and business performance of the existing rural village project and the service quality of the management consulting field. This study was carried out in the rural villages of Muju-gun, Jeollabuk-do, where rural village development was activated. In this study, SERVPERF model of Cronin & Tayor (1992), which is a representative measure of service quality, is used as independent variable by dividing service quality into tangibility, reliability, reactivity, assurance and empathy. Was used as a dependent variable. In this process, we also identified the relationship between service satisfaction and business. The results of this study suggest that the quality of consulting service in rural villages has a positive effect on service satisfaction. However, ‘voluntary attitude of counseling firm’ and ‘reactivity’ indicating behavior do not have a significant effect. The satisfaction of residents in consulting services has a positive effect on both financial and nonfinancial business performance. Therefore, it can be said that it is positively influenced by the promise of consulting. The effect of quality of consulting service quality on business performance is positively influenced by ‘tangibility’ and ‘firmness’ in the financial affinity section, and when there is sufficient understanding and expertise about the villagers and villages, And ‘reliability’ was further adopted in the non-financial aptitude department, and we were able to see the results when performing promised consulting service with the village. The results of this study demonstrate that high quality of consulting service in rural villages is high in resident satisfaction and that service satisfaction is closely related to business performance. It is suggested that the construction of a policy evaluation system, the burden on the consulting business expenses, and the inducement of the residents to actively participate in the project. In the following research, we propose the correct direction of rural development consulting through the development and utilization of the quality measurement scale of the rural village consulting service by conducting research on the rural villages receiving the same consulting service using the SERVQUAL model.
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